Gumtree Move to TV Pays Off
Online classified ads website Gumtree wanted to increase brand awareness and consideration and increase traffic to its website.
- ITV observed a reduction of 50% in media spend and a whopping 80% drop in production costs
- The spontaneous brand awareness increased by over 25% nationally
- Brand consideration increased by over 21% nationally
Previously, Gumtree marketing campaigns focused on Radio, Press, Out of Home and Online but it now wanted to trial the effectiveness of television.
As this was Gumtree’s first TV campaign and it had no agency on board and a limited budget, so it wanted to work with very closely with ITV for our insights and recommendations.
As Gumtree had approached ITV without an agency, ITV provided full planning and support from start to finish.
A national TV campaign was launched across the ITV family. The majority being daytime slots with some front-weighted peak spots to drive awareness.
The impact was tested using regional variances to find out what worked best. To compare the effectiveness of TV advertising, we proposed Gumtree run an integrated campaign (OOH, Radio, Press and Online) without TV in regional areas as a test sample.
The initial four-week regional integrated campaign with no TV advertising saw spontaneous brand awareness increase by more than 28% across five cities.
Brand consideration also increased by over 13%, in the same five cities. But the cost per % increase was £77k, and the total visits uplift from advertising was negligible.
Now compare this to the six-week national campaign, only using TV advertising on the ITV family, ITV observed a reduction of 50% in media spend and a whopping 80% drop in production costs.
The spontaneous brand awareness increased by over 25% nationally, and brand consideration increased by over 21% nationally.
The cost per % increase for the national campaign on ITV was only £17.5k - four times less than the cost of the regional campaign. And finally, total site visits as a result of the TV advertising was estimated to be up 10%.
0Increase in brand awareness
0Reduction in media spend